AGENDA: GroupY's Emerge brand-building conference returns on Jan. 6.
SURFRIDER: "Protect What You Love" holiday appeal.
MOSS ADAMS: Plan now for tax season.
Details on Industry Insight.
“Soul Surfer,” the true story of surfer Bethany Hamilton’s triumph over adversity, came in fourth at the box office in its opening weekend, better than movie industry experts had predicted, according to several movie industry reports.
The film earned $11.1 million.
That’s good news for Rip Curl, Bethany’s sponsor and the surf company sponsor of the film, and potentially great news for the surf industry’s junior’s sector.
According to the Hollywood Reporter, 55% of Friday’s audience was under the age of 25, and 48% under the age of 18.
The movie is expected to do well via word of mouth after getting a rare A+ rating from CinemaScore, a market research firm in Las Vegas that surveys audiences to get their reactions to films.